Email Marketing – Fight Undeliverable Email

Although email marketing can be a very powerful form of marketing, it also has a number of risks involved. One of the main risks associated with email marketing is a fact that a large percentage of email messages end up as undeliverable email. Even worse, most of these undeliverable email fail to result in a bounce-back message to alert the sender.

Gmail (Image: Flickr)

According to Return Path research, less than 80% of email marketing messages reach their destination. Of the more than 20% of messages that don’t reach their destination, only a small percentage result in a bounce-back message.

There are many areas where email marketers point to as sticking points. However, the main issue is that each email provider has a different way of accepting email messages and picking out spam. In other words, if you send out an email marketing campaign, it could work out that everyone who has a Yahoo email address will get your message but those who have a Gmail account won’t.

How do you figure out who is and who isn’t getting your email messages? No easy answer exists at the moment. The only real solution is ask the people on your email marketing list.

That said, some services claim to be able to dramatically lower the rate of undeliverable email. David Kearney of Boomerang.com says that working with an expert can help solve this issue.

Said Kearney: “These are just a few samplings of the many variables that affect email marketers’ work. The constantly shifting landscape presents formidable, ever-changing considerations for email marketers on a continual basis. Their circumstances call for outside assistance if they want to wring the best results possible out of their email marketing campaigns.”